Never tell me the average stats

Remember…

Whenever you see an “average” stat, there are a lot of members of the set both above and below that figure. Yet I see people abandoning something all the time because “on the average…”

Why be average?

This thought was stimulated by people saying Facebook organic page reach is “dead” because the average page gets less than 2%. And yet, even with the new algo, I continue to see certain pages organically in my feed.

Why?

Because they were never “average.”

Mark Traphagen is Senior Director of Brand Evangelism for digital marketing agency Stone Temple Consulting. Find more of his writing and video there, as well as on his regular columns for Marketing Land and Search Engine Journal.

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